Page 39 STARBUCKS: MAINTAINING A CLEAR POSITION Bryan C. Seaford‚ TIAA-CREF Robert C. Culp‚ Tuscan Sun‚ Inc. Bradley W. Brooks‚ Queens University of Charlotte CASE DESCRIPTION The primary subject matters of this case are Marketing and Branding. Secondary issues examined include brand equity and brand positioning. This case has a difficulty level of three (appropriate for junior level courses or higher). This case is designed to be taught in one and one half class hours and is expected to require
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EXACTUTIVE SUMMARY This report was commissioned to find out a solution of Starbuck current losing dominant position in Coffee shop industry. The current issues were brought by 20 years phenomenal expansion‚ which is also the only way that a company must be passed. The report draws attention to both of the company’s internal control and external environmental changes. Further analyzed company’s current situation by SWOT analysis and Market Mix analysis. Also‚ the report make a conclusion of 3 other
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Case Problem Analysis STARBUCKS BACKGROUND OF THE CASE Time Frame The case happened back in the 90’s where a lot of coffee shop is being operated in the business industry; one of this is the Starbucks a very well-known coffee shop nowadays. The Starbucks coffee maintained its clients or customers due of the new technique in marketing mix and to evaluate the kind of coffee and tea they were offered by the customers. The management also offered a promotional campaign by
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companyId=15745000000000. Hoovers Starbucks Financials. (2011). Starbucks Outlines Blueprint for Multi-Channel Growth. Retrieved on January 6‚ 2011 from http://subscriber.hoovers.com/H/company360/financialSummary.html?companyId=15745000000000. Hoovers - Dunkin (2011). Dunkin Brand‚ Inc. Retrieved January 6‚ 2011 from http://subscriber.hoovers.com/H/company360/fulldescription.html?companyId=107680000000000. Hoovers - McDonald ’s (2011). McDonald ’s Corporation. Retrieved January 6‚ 2011 from http://subscriber.hoovers
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1. Brand inventory History The first Starbucks opened in Seattle on March 30‚ 1971 by three partners: Jerry Baldwin (English teacher)‚ Zev Siegl (history teacher)‚ and Gordon Bowker (writer). The three were inspired by entrepreneur Alfred Peet (whom they knew personally) to sell high-quality coffee beans and equipment. The name‚ inspired by Moby Dick‚ evoked the romance of the high seas and the seafaring tradition of the early coffee traders. From 1971–1975‚ the first Starbucks was at 2000 Western
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Investors Seek Reassurance on Brand’s Buzz as Competition Circles.” The Wall Street Journal. 21 Mar. 2007. Viewed online 24 Oct. 2007. <http://proquest.umi.comproxyb.kclibrary.org>. Ball‚ Deborah‚ and Shirley Leung. “Latte Versus Latte: Starbucks‚ Dunkin’ Donuts Seek Growth by Capturing Each Other’s Customers.” The Wall Street Journal. 10 Feb. 2004. Viewed on 24 Oct. 2007. <http://proquest.umi.comproxyb.kclibrary.org>. Bruno‚ Antony. “Starbucks: Free Enterprise.” Billboard.com 6 Oct 2007. Viewed online
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our favorite. I love when my family goes on vacations together because they are fun and very interesting. On our way to the beach‚ we stopped at Dunkin Donuts and ordered coffee and donuts. My brother got a donut that he never tried before and he did take a liking in it. He stole my donut and chomped it down so fast with his coffee. I did not get a donut and my coffee was cold and very strong. This event was bad but the trip gets better and worse. The day continued to get worse and
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McCafe was introduced to the McDonalds business model at a time when the fast food industry‚ and dining out as a whole‚ was on a downslide. Consumers were trying to cut back and save money – dining out was an easy way to do that. McCafe is a full-service coffee bar‚ created as an extension of a current McDonalds counter‚ or as a stand-alone restaurant. The concept is positioned to consumers that fall in the working adult category‚ who enjoy coffee‚ and was said to be a direct competition to Starbucks
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net sales were 2‚650.9 million which was up 95% over fiscal 2010. (http://investor.gmcr.com/releasedetail.cfm?ReleaseID=622448) The acquisition of Van Houtte which took place in December‚ 2010 in addition to the partnership with Starbucks and Dunkin Donuts with the K-cups option of their coffee has helped add over 321.4 million
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Executive Masters Program in Business Administration (E-MBA) (Semester I) Note :- Solve any 4 case study All case carries equal marks Case NO. 1 MARKETING SPOTLIGHT- NIKE Discussion Questions 1. What have been the key success factors for Nike? 2. Where is Nike vulnerable? What should it watch out for? 3. What recommendations would you make to senior marketing executives going forward? What should they be sure to do with its marketing? Case NO. 2 MARKETING SPOTLIGHT-
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